Blog Posts

  1. Is Selling Dead?

    I know what you’re thinking: “NO!”  You’re also probably thinking, “How can you ask such an egregious question Travis? Isn’t your business dependent on sales too?”  Before you get too worked up and angry at me, please hear me out. 

  2. Case Study: Commercial Insight vs. Product-Centric Content

    As of January 2017, a wastewater treatment solutions provider had 100 pieces of content on Water Online. After classifying by content type, 93 were product-centric assets and 7 were considered commercial insight.

  3. Humanizing Your Brand: Introducing Mr. Pump Head To The Water And Wastewater Industry

    The more human you can make your brand, the more likely it will resonate with your customer. After all, they are human. Right? Still? We might be entering a new era of machined intelligence but for now, you still face the centuries old challenge of marketing and selling your products to human customers.

  4. Reader Engagement Analytics From The Water And Wastewater Market

    We’ve been thinking a lot about the users of our website recently. Obsessing in fact. Not to sound too much like a private detective but we call it following. We’re not interested in chasing them around the Web evaluating every which way and under they turn. But we are conscientiously making an effort to understand which content our readers engage with. At a very simple level, we want to provide them with more of what they read and less of what they don’t.

  5. Help Is On The Way: Publishers’ In-House Content Studios

    When considering how to improve your marketing effectiveness, there are so many variables in play that it can become an intimidating process.  Tasked with such an important decision for facilitating the growth of their company, many water and wastewater equipment manufacturers and service providers are seeking outside counsel. 

  6. Content Is Written, Now What?

    Once your content is developed, it is time for the next phase.  Having taken the first step towards building an online brand you are now in position to turn your content strategy over to phase two and start to see some tangible results.  What does phase two consist of? 

  7. Understanding The Customer Journey Chapter One: The AC/DC Principle

    Definition: The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.

  8. How To Sell Brand Publishing To Your President

    So you’re thinking of ways to propose brand publishing to your sales-centric and profit-minded boss.  In most cases, said supervisor has been in the game for a long time.  He or she believes only what they can see, feel and completely understand.  It’s human nature for those in senior leadership to rely 100% on a sales and marketing approach that they fully understand, know and trust. 

  9. What Is Intelligent Content?

    I recently returned from the American Water Works Association’s Annual Convention and Exhibition (ACE).  Historically the ACE Exhibition Hall housed numerous vendors of pipes, fittings, tanks, and the rest of the hardware that our water distribution systems rely on.

  10. The Pitfalls Of Too Much Self-Promotion

    Over the past five years I’ve talked with hundreds of marketing professionals in the water and wastewater market.  The most successful of these marketing professionals understand that their strategy must center on finding, identifying and consistently engaging their target audience.  Secondarily, but equally as important, is knowing that reader-centric content is their optimal tool for getting in front of that audience and building up their trust in the brand.